XR, a global technology company, has announced a strategic partnership with Scope3, a leader in media and advertising decarbonization. This collaboration aims to integrate advanced carbon emissions data into XR’s platform, enabling brands to measure, manage, and minimize the carbon footprint of their digital ads. By embedding sustainability into creative distribution, brands can enhance ESG performance while delivering greater customer value.

The Environmental Impact of Digital Advertising

• Digital and streaming advertising contribute significantly to global carbon emissions.

• High energy consumption stems from data centers, content delivery networks, and inefficient workflows.

• A single digital ad campaign can produce approximately 70 tons of CO₂, equivalent to the annual footprint of seven individuals.

• Estimates suggest digital advertising could contribute up to 2% of global carbon emissions.

How the XR Platform Integrates Carbon Emissions Data

• Directly incorporates emissions insights into the creative workflow.

• Enables brands to track emissions across campaigns, platforms, and geographies.

• Supports alignment with the Global Media Sustainability Framework (GMSF).

• Helps brands meet environmental KPIs while optimizing content strategies.

Industry Insights on Sustainable Advertising

Emma Horton, Director of Impact at XR:

• Emphasizes the importance of transparency in the creative process.

• Highlights the role of data intelligence in measuring and reducing carbon footprints.

• Notes that reducing waste in the creative lifecycle is a crucial step toward meaningful global impact.

Harvin Gupta, Head of Commercial Partnerships at Scope3:

• Stresses that industry collaboration is essential for sustainable progress.

• Describes how real-time emissions tracking empowers brands to make informed decisions.

Anthony Falco, Global Director, Ad Net Zero:

• Recognizes this partnership as a step toward standardized emissions measurement.

• Points out how accurate benchmarking can help companies identify waste and opportunities for reduction.

• Mentions Ad Net Zero’s efforts in developing the Global Media Sustainability Framework.

Enhancing Creative Intelligence with Sustainability Metrics

• Carbon emissions measurement is now integrated into XRIQ, XR’s creative intelligence suite.

• XRIQ leverages AI-driven insights for content effectiveness, representation, and environmental impact.

• Helps brands make data-driven decisions for sustainable advertising strategies.

Optimizing Workflows for a More Sustainable Future

• The XR platform centralizes assets and reduces inefficiencies in:

  • Transcoding

  • File sharing

  • Data transfers

  • Storage management

• Creates a streamlined supply path that minimizes redundancies and carbon emissions.

Future Expansion into Linear TV

• XR and Scope3 are working to extend emissions measurement capabilities to linear TV.

• This expansion aims to broaden the industry's ability to track and reduce environmental impact across all screens.

The partnership between XR and Scope3 marks a major step toward decarbonizing the digital advertising industry. By integrating real-time emissions data into ad workflows, brands can take actionable steps toward sustainability. As the industry continues evolving, these advancements pave the way for responsible advertising practices that balance performance with environmental responsibility.